Sweet labels revive more vivid memories

York-based Nestlé is using the vintage wrappers to help try and trigger memories for people with the condition as part of a “reminiscence pack,” available online.

The project has already proved a hit and care groups have been contacting the firm in their droves, hoping that the vintage packaging might help revive patients’ positive recollections from their long-term memory.

Alison Cook, of the Alzheimer’s Society, said using familiar objects from the past to help those with dementia remember could be a powerful tool.

“Even something as simple as an old sweet wrapper can bring back vivid memories from a happy time.

“This activity helps carers and loved ones to engage with people with dementia in a positive way, and has the potential to improve the quality of life for the 800,000 living with dementia in the UK,” she said.

A Nestlé spokesman said that thanks to the dedicated work of generations of archivists and the generosity of employees and the public, the company had built up a large York-based archive, featuring some of the most famous brands in the world, and it was proud to use it to produce the memory pack.

“We are keen to share the contents of the archive with as wide an audience as possible and we are delighted to use some of our favourite artefacts to produce this online pack,” he said.

The pack was produced with advice from the Alzheimer’s Society.

Among the images are tin labels, posters, photographs, chocolate boxes and one of the earliest examples of a Rowntree’s Fruit Gums box. While some of the products have long since been withdrawn from the shelves, others remain household names.

The images are online – at nestle.co.uk/aboutus/reminiscencepac